Communication strategies can affect consumers by: Raising awareness of products, Making consumers aware of the benefits of products, Differentiating products from competitors, and Creating a preference for products.  Integrated marketing communication is important for understanding consumer buying behavior. It involves designing a communication structure that: Penetrates the market, Reaches the desired audience, Positions the firm as the best, Designs products that respond to market needs, and Designs products that are considered desirable.  Marketers must use appropriate symbols to convey... Show more

Communication strategies can affect consumers by: Raising awareness of products, Making consumers aware of the benefits of products, Differentiating products from competitors, and Creating a preference for products. 
Integrated marketing communication is important for understanding consumer buying behavior. It involves designing a communication structure that: Penetrates the market, Reaches the desired audience, Positions the firm as the best, Designs products that respond to market needs, and Designs products that are considered desirable. 
Marketers must use appropriate symbols to convey product images or characteristics. Symbols can be verbal and non-verbal. For example, television advertisements are verbal symbols.

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